Rethink Pulls Off Impressive Double Triumph at The Immortal Awards for Second Year Running

Rethink pulled off an impressive double win at the 2024 Immortal Awards, picking up an Immortal and a Commendation for the second year in a row. Considering the difficulty of winning an Immortal Award - the most ever given out in one year is four - this marks an unprecedented achievement for the Canadian independent agency.

This year, the agency’s coveted Immortal Award, the highest honour at the annual global advertising award from Little Black Book, was for Coors Light’s ‘Coors Light’s Out’. Its Commendation was for Kraft Heinz’s ‘Heinz Ketchup & Seemingly Ranch’. In 2023, its Immortal Award was for Kraft Heinz’s ‘Heinz Ketchup Fraud’, while it received a Commendation for Decathlon’s ‘Ability Signs’.

"The beauty of this show is that there's no categories,” said Mike Dubrick, chief creative officer at Rethink. “It's either Immortal or it's not. That's the kind of work we set out to do. Ideas that manifest in their most attention worthy form. Making the list two years in a row is fantastic and really a testament to the work that our amazing partners at Molson Coors and Kraft Heinz are striving for."

Jurors from around the world met in New York on December 5th, on a day hosted in partnership with JSM Music, to discuss, debate and deliberate over the 42-piece global shortlist. In total, four projects were crowned Immortal, with a further 11 picking up Commendations, cementing their place as standout creative advertising projects from the last year.

The full list of winners are:

Coca Cola - Recycle Me (submitted by Ogilvy NA and Lobo)

Coors Light - Coors Light's Out (submitted by Rethink)

Pedigree - Adoptable (submitted by Colenso BBDO and Nexus)

Sydney Opera House - Play it Safe (submitted by The Monkeys, Trim, ARC, Somesuch and Revolver)

You can see them all here.

The four Immortal winning projects came from three regional rounds of judging - AUNZ, LATAM and North America - and were from four countries, in Canada, USA, Australia, and New Zealand. 

On top of Canada's dominance via Rethink, North America featured heavily in this year’s competition, collecting two of the four Immortals and a further five Commendations. Commendations were also received by TBWA\Media Arts Lab LA for Apple’s ‘Fuzzy Feelings’, Wieden+Kennedy Portland for DoorDash’s ‘DoorDash-All-The-Ads’ and FCB Chicago for Dramamine’s ‘The Last Barf Bag’.

The global, prize-giving jury consisted of: Jessica Apellaniz, executive creative director of Wieden+Kennedy Mexico; Chris Beresford-Hill, worldwide chief creative officer of BBDO; Susan Credle, global chair of FCB, IPG creative advisor; Tara Ford, chief creative officer of Accenture Song APAC and LATAM, chief creative officer of The Monkeys; Susan Irving, chief marketing officer of Kruger Products; Sergio Lopez, chief executive officer of Omnicom Production; Joel Simon, chief creative officer and founder of JSM Music; Pelle Sjoenell, worldwide chief creative officer of Droga5; Chaka Sobhani, president and worldwide chief creative officer of DDB; Aaron Starkman, global chief creative officer of Rethink; Liz Taylor, global chief creative officer at Ogilvy.

Paul Monan, awards director of The Immortal Awards, said, “We’re absolutely thrilled to reveal the winners of this year’s competition and cannot wait to kick off our global showcase tour and take this winning work on the road. Across 17 jury days, we’ve seen almost 140 jurors from around the world really delve into what makes work ‘immortal’. 

“Our global shortlist was our longest ever in terms of the number of projects and also their duration, with plenty of longer form content succeeding this year, so it was a daunting task for our global group to identify their winners. They’ve chosen to champion some outstanding projects across a truly global body of work; with four regions and 10 countries featuring in the 15 projects. Congratulations to anyone involved in bringing our winners to life and a huge thank you to our partners worldwide for their continued support in our mission to celebrate creative excellence.”

The full list of winners from The Immortal Awards 2024 are:

IMMORTAL

Coca Cola - Recycle Me (submitted by Ogilvy NA and Lobo)

Coors Light - Coors Light's Out (submitted by Rethink)

Pedigree - Adoptable (submitted by Colenso BBDO and Nexus)

Sydney Opera House - Play it Safe (submitted by The Monkeys, Trim, ARC, Somesuch and Revolver)

COMMENDATION

Apple - Fuzzy Feelings (submitted by TBWA\Media Arts Lab LA)

CANAL+ - Super (submitted by BETC)

Coca-Cola - Thanks for Coke-Creating (submitted by VML Worldwide)

Coordown - Assume That I Can (submitted by Indiana Production and Laconic)

DoorDash - DoorDash-All-the-Ads (submitted by W+K Portland)

Dramamine - The Last Barf Bag (submitted by FCB Chicago)

Filsa | Baylor International | Cruz Roja Colombiana - Filter Caps (submitted by Ogilvy Colombia)

Heineken - Pub Museums (submitted by Publicis Dublin and LePub)

Kraft Heinz - Heinz Ketchup & Seemingly Ranch (submitted by Rethink)

Reporters Without Borders - The First Speech (submitted by Innocean Berlin and Stink Berlin)

Telefonica Movistar - This is Not a Game (submitted by VML Mexico and Landia Mexico)